Abstract

The market place is becoming more competitive as each day goes by. It takes more than cost reduction in each segment inside the business to be competitive and survive in this era Favorable moments of truth must be formed as the first step to get on to a satisfied customer, which then will result in customer loyalty. Both, primary and secondary research is carried out in order to find out whether PT. Honda Surabaya Center service division can engender a feeling of favorable moments of truth in each of their customer?s mind and how PT. Honda Surabaya Center can make favorable moments of truth. The most important parts in forming favorable moments of truth are the workshop environment and the human resources. PT. Honda Surabaya Center should hire good human resources to be the receptionist and make more comfortable and convenience working office and waiting room to form favorable moments of truth in order to make customer satisfied.